Apple expressed concern about the information that third parties were gathering about its devices and users, and is implementing major changes to the iPhone Developer Agreement for iOS 4 to limit what information could be shared with third parties. Over concerns that the changes could eliminate all third-party advertisers form the platform, Apple further modified the rules to allow third-party advertisers not affiliated with a competing mobile platform.

AdMob founder Omar Hamoui called Apple's changes unfair, claiming that "the terms hurt both large and small developers by severely limiting their choice of how best to make money." He further suggested that the changes "are bad for consumers as well," since many free apps are funded by ads.

The potential probe into Apple's actions comes after the Federal Trade Commission recently concluded an investigation into Google's acquisition of AdMob, which suggested that competition from Apple was an important factor in its decision to approve the merger. According to FT's sources, it's not clear if an investigation, if it happens, would fall under the purview of the FTC or the Department of Justice.

In all three cases, whether or not Apple's actions are deemed worthy of a formal antitrust complaint hinges on whether the policies can be proven to harm consumers. "It has to affect consumers, not just rival suppliers," William Comaner, a University of California professor and former US Federal Trade Commission chief economist, told FT. In the case of the analytics policy, he said it's not certain that Apple is breaking any laws, especially since the policy doesn't single out Google, but Microsoft as well, since it also owns its own mobile ad firm.